Business Presentation / Work proposal GPA
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Meeting Agenda Presentation
- Bropo - Business Associates - Work Team - Financial Support
Chile and South America Why JAKO? Why BROPO? JAKO Product lines interest Market Research - Customer segmentation - Main Segments description
Initial Promotional Strategy 02
Presentation
Bropo Business Associates Work Team Financial Support
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Bropo SpA, company by stocks, established on March 8th, 2013, with indefinite duration. Its headquarter is in Santiago, with high options to open agencies, subsidiaries, offices in other cities of the country, even in foreign countries. The main goal of the company is the import, export, distribution, purchase, wholesale and retail of all kind of real and personal properties of any nature; likewise, the representation of all kind of national or foreign brands and all other activities related to the above mentioned.
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Bropo Associates Víctor Manuel Cueto Cardona Colombian business man, living in Chile for more than 12 years. Founding partner and General Manager of the prestigious Chilean company Mantenimiento Técnico Industrial Ltda., Mantpredict Ltda., Service Station in Chile of the renowned Austrian company Liebherr, for its Port Mobile Cranes and Ship Cranes Division, among other companies formed, managed and controlled by Mr. Cueto in Chile and the rest of South America.
Claudio Marcelo Pozo Alarcón Professional Photographer and creator of “Grosnia” Communications Agency. He worked as Senior Product Trainer at Canon Latin America for eight years. At academic level, he was teacher of Photography and Digital Image and Digital Communication postgraduate Classes at the Universidad del Desarrollo. Currently, he gives classes of Photography Test at the Universidad Peruana de Ciencias Aplicadas (UPC) in Lima, Peru and at Universidad del Desarrollo in Chile.
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Our History Víctor Manuel Cueto Cardona
Claudio Marcelo Pozo Alarcón
Currently, his companies control 80% of Chilean ports by means of technical maintenance and spare parts supply for Port Mobile Cranes.
Former Photographer for the Chilean Football Team; he worked as STR Photographer for France Presse agency and constantly collaborated with “El Gráfico Edición Chile” magazine.
The professionalism and responsibility in the development of the activities have allowed Mantpredict´s services to cross Chilean borders, landing in Peru.
Besides, he participated in the creation of “El Gráfico Image Bank”, linked to a prestigious Argentinean sport publishing, apart from marketing campaigns for brands like Coke and Red Bull.
Both associated partners are Directors of Fernandez Vial Sport Club (Tercera División A) of Concepcion, Chile; now, they are evaluating to be shareholders of SAD (Segunda División) of Linares, Chile, at the end of the current year. Club Deportivo Fernandez Vial de Concepción Club Deportivo SAD Linares
Claudio Pozo is the representative of football players, with 47 players under his administration.
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Team of Work
Cristian Medina Fernández
Paula Alvarado Lazzarini
Viviana Alburquenque Marianjel
Francisco Echeverría Vicencio
Licensed Lawyer from the University of Concepcion. Post graduate studies in Maritime Law and Strategic Contract Management.
Commercial Engineer with financial and management specialization. 20 years of experience in Commercialization, Communication, Brand Management, and Relational Marketing for numerous companies. Currently Executive Director for GPA Consulting.
English-Spanish Translator from the University of Concepcion.
Industrial Engineer with strategic management mention from the University of Chile. Currently working as a project manager for Latam Airlines Group.
“Project manager and commercial advisor for the companies in the Holding owned by Víctor Cueto Cardona”
“General Assistant to the Management for the companies in the Holding owned by Víctor Cueto Cardona”
“External project advisor”
“Commercial Manager”
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Financial Support
Incluir Facturación y contratos‌ Profitable previous and current business for investing asociates. Chilean and International Banking accounts and support. Currently expanding business through South America.
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Chile and South America
An investment opportunity
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Investing in Chile Population: 16.572.475 Best positioned economy in LATAM
2 99
.2
17 73
7
72
.5
8 .8 12 18
.5
.3
15
15 12 2005
7
2004
6
42
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Rapid-Growth Markets Forecast Winter 2013
Credit rating Standard & Poor’s: A+
7. 2012
2011
2010
2009
2008
2007
2006
FTA with the EU
2003
4.5 5.0 4.5 4.7 4.1 4.3 4.4 4.2 2.6
1
5.0 5.0 5.0 4.9 4.2 3.8 3.8 3.0 1.5
7.
Brazil Mexico South Africa Chile Colombia Argentina Rusia Poland Czech Republic
Annual GDP growth 4,8%
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9.2 8.6 6.0
4
9.5 8.9 6.7
7.
India China and Hong Kong Indonesia
First south American country in the OCDE
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2014
4.
2013
5 .1
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Country
Chile: Foreign Direct Investment 2003-2012
A solid gateway to South America
(Selected economies, real GDP GROWTH, 2013-2014)
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A gateway to the rest of South America
Peru
Brazil
Population: 387 M Host to upcoming major sports events:
2014 FIFA World Cup, Brazil 2014 Sudamericano de Atletismo, Chile 2014 Juegos Sudamericanos ODESUR, Chile 2015 Copa AmĂŠrica, (TBD: Chile, Bolivia, Mexico) 2015 Campeonato Sudamericano SUB 20, Uruguay 2015 FIFA U-17 Worldcup, Chile 2016 Olympic Games, Brazil
Argentina
And home to:
More than a hundred football teams affiliated to CONMEBOL Copa Sudamericana Copa Libertadores de America Rally Dakar Copa Davis 11
Why JAKO?
Currently no presence in South America Good references from associated soccer players High appreciation for European Brands in the South American market Extensive catalogue in terms of product lines and variety Great previous experience with European Partners 12
Why BROPO?
Market Opportunities Chile: an attractive country for foreign investment. Great potential for further regional growth. Poor service level for many current local competitors.
Internal Strengths Business Experience. Sport Industry Experience. Financial Support. Strong Local Networks. Nationwide presence. We are passionate about the sporting industry. 13
Vision, Mission & Road Map Business Model Market Research Marketing Plan
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“What we want is for Bropo to be JAKO in Chile”
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Our Commitment to JAKO in South America “Our Vision is to become a leading supplier for sports teams and institutions in South America”
“Our Mission is to deliver Top Quality sporting equipment Timely and at a Competitive price”
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Our Expansion plan for JAKO in South America
2013 Chile
Football Teams and Institutions Running Events
2014 Chile
Other disciplines Sporting Events
Argentina & Peru Football Teams
2015 Chile
Retail Store
2016 Regional expansion plans
Brazil
Other disciplines Retail
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Starting Point: Commercializing JAKO in Chile Partners
Meds (sporting medical center) Chilean Olympic Committee
Key Activities Web Sales Platform
Sales and Purchase Logistic
Regional and National Sport Ambassador
Key Resources
International Carriers
Internal Transport Logistic Partner
Custom Agents
Long-term contracts with supplier and partners
JAKO Products
Direct Marketing Resources
Our Value Proposition Products: “JAKO sporting goods through all of its lines”
Bropo Service Promise Quality Price Response Time
Our Business Plan
Customer Relationships Corporate: Long term contracts for sports teams Massive Customers: Frequent client programs
Customer Segmentation Corporate: Sport Teams and Institutions for all of JAKO’s product lines Retail: Running Football Outdoor
Distribution channels
Corporate: Direct and dedicated Sales Force Massive Customers: Web Sales Department Stores 18
Product Lines
“What we are planning to distribute�
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Basically: every product line, with certain focus based on the most attractive markets TEAM LINE
BASICS
FOOTBALL
RUNNING BASQUETBALL
HARDWARE HANDBALL
WOMEN VOLLEYBALL
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Market Research
“Who and how are our potential customers in Chile and abroad�
Institutional: Sports Teams and Institutions Retail: Football, Running & Outdoor
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Football
Main Client Segments PROFESIONAL
AMATEUR FOOTBALL
EDUCATIONAL INSTITUTIONS
PRIVATE FOOTBALL LEAGUES
PUBLIC INSTITUTIONS
First Division A
Regional Associations
Schools
Enterprise
Armed forces
Universities
Municipal and Private
Municipality
First Division B
FOOTBALL SCHOOLS
EDUCATIONAL INSTITUTIONS
DIMAYOR
Schools
Local Associations
Universities
Other Markets
PROFESIONAL
VOLLEYBALL
TENNIS
RALLY
RUNNING
FOOTBALL
OUTDOOR
Retail
Basketball
Second Division
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Football
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Professional Clubs in Chile
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Professional Clubs
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Training Professional
Competition overview
16%
20%
11% 7% 7%
11% 7% 7%
9% 9%
Lotto DalPonte Penalty Diadora Umbro Mitre Uhlsports Joma Otros
First Division A First Division B Second Division
Disaggregated Market Strong regional brands on small clubs: Training
Professional, DalPonte and Penalty
Average time with the current brand: 4 years
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Segment Profile First Division A
Professional Clubs in Chile
First Division B
Second Division
Clubs: 18 Series for each Club: 8 avg. Competition: 11 sports brands Average time with the current brand: 3 years Main purchase model: Exchange Purchase decision maker: Board Directive Decision variables Quality Price Delivery Time Product lines: Football Teamline Hardware Purchase Volume: 2000 equipment/year 25
Segment Competition First Division A
Professional Clubs in Chile
First Division B
Second Division
TEAM
BRAND
SINCE
Audax Italiano Cobreloa Cobresal
Diadora Lotto Lotto
2006 2012 2005
Umbro Training Professional Lotto O’ Concept Mitre Uhlsport Diadora Training Professional Lotto DalPonte Mitre Joma Training Professional Puma Adidas
2006 2010
Colo-Colo Deportes Antofagasta Deportes Iquique Everton Huachipato Ñublense O'Higgins Palestino Rangers San Marcos de Arica Santiago Wanderers Unión Española Unión La Calera Universidad Católica Universidad de Chile
2012 2012 2009 2013 2012 2007 2011 2012 2009 2010 2007 2008 1999
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Segment Profile First Division A
Professional Clubs in Chile
First Division B
Second Division
Clubs: 14 Series for each Club: 6 avg. Competition: 9 sports brands Average time with the current brand: 3 years Main purchase model: Purchase Purchase decision maker: Board Directive Decision variables: Price Quality Product lines: Football Teamline Hardware Purchase Volume: 300 equipment/year
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Segment Competition
TEAM
First Division A
Professional Clubs in Chile
First Division B
Barnechea Coquimbo Unido Curicó Unido Deportes Concepción Deportes Copiapó Deportes la Serena Lota Schwager Magallanes Deportes Naval San Luis Santiago Morning
Second Division
Unión San Felipe Unión Temuco Universidad de Concepción
BRAND
SINCE
Mitre Uhlsport DalPonte
2013 2013 2012
Penalty Romma Penalty Training Professional DalPonte Erreá Sports Training Professional Training Professional Joma M11 Sport Penalty
2013 2013 2013 2003 2013 2013 2009 2007 2010 2011 2012
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Segment Profile First Division A
Professional Clubs in Chile
First Division B
Second Division
Clubs: 12 Main purchase model: Purchase Decision variables: Price Quality Product lines: Football Teamline Hardware Competition: 11 sports brands TEAM Deportes Linares Deportes Melipilla Deportes Puerto Montt Deportes Temuco Deportes Valdivia Iberia San Antonio Unido Trasandino Audax Italiano B Colo Colo B Ă‘ublense B Union EspaĂąola B
BRAND Romma Training Professional Evensport Penalty Umbro Norwest DalPonte Lotto Diadora Umbro Uhlsport Joma
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Other Customer Segments
Some more Football Basketball Volleyball
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Other Client Segments Football Amateur Football ANFA (Main association)
Universities and School Leagues 15 Regional Association
59 Universities
3.000 Schools in Santiago + Concepci贸n
Football Schools 1.000 football schools along the country
4.690 Clubs 659.254 Players
Basketball
Volleyball
Basketball
Volleyball
4 Mayor Leagues
20 Professional Teams
5 Main Leagues
14 Semi-Professional Teams
50 Semi-Professional
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Retail
Football Running
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Football Retail market Market
13%
90% of the Chilean population follows a football team Almost 50% declares to be a passionate fan
Simpatizante Hincha 36%
51%
Fanático
11% Colo Colo U. de Chile 37%
52%
U. Católica
The main sales channel is department stores retail The main profile is defined by the following attributes:
81% are fans of the 3 main clubs: Colo-Colo, Universidad de Chile and Universidad Católica This accounts for a potential of almost 12 M clients for those teams brands
VARIABLE Género Edad NSE Sector Regiones Motivo de la práctica
PREDOMINANTE
%
Masculino 18-35 C2
95% 58% 34%
Urbano RM VIII Entretención
87% 39% 12,40% 47%
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Potential Market: 2,5 M Client: Runners Sales Channel: Department Stores
2nd most popular sport in Chile 51% sales trough department stores VARIABLE Género Edad NSE Sector Regiones Motivo de la práctica
PREDOMINANTE
%
Masculino 18-25 ABC1
62,2 26,6 53,1
Urbano RM Entretención
93,4 59,6 30,6
Corporate
Retail
Running Markets Client: Enterprise Sales Channel: Direct Sales Force
More than 40 massive running events in 2012 Some of the major events: Brooks Run 4.000 runners We Run Santiago (Nike 15/12/2012): 10.000 runners IND Run 2012: Over 20.000 runners
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Promotion Strategy
“How are we going to market JAKO in Chile: a first approach�
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Promotion Strategy Brand Positioning
Sales Promotion Sales Force
Brand Positioning
PPRR
Viral Marketing (word of mouth) Especial resources to improve long term customer relationships Fidelization activities (Customer acquisition and retention) Direct Promotion: Discount, exchange and corporate gifts and Brand Newsletter Indirect Promotion: Chanelized thorud our partners network Sale excecutives for major corporate segments. Web Speciaized media (Magazines, TV and Radio Shows) Brand sponsoring Product launching events with media coverage Individual social and sporting events invitations Corporate gifts
* “Promotion is to communicate, inform and persuade the customer and other stakeholders on the enterprise and its products� 36
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